Marks and Spencer has introduced its own accreditation mark as it relaunches its organic ranges to appeal to aspirational shoppers of added value foods. Existing UK certification logos, like the Soil Association mark, have been banned from packaging as they confuse consumers according to organic technologist Hugh Mowatt. Instead M&S, which is still seeing 40% year-on-year growth in organic, is introducing an O symbol across all categories, accredited to UK and European standards and M&S's own traceability and hygiene criteria. New look merchandising and PoS units are being introduced at stores. Organic brand manager Michelle Wober said: "We won't bring out an organic version if it's not better than a standard equivalent. And now the lines are modern, healthy, exciting and colourful." M&S has undertaken to source organics in the UK when it is realistic, but Mowatt challenged the "cliche" that UK retailers were killing the domestic market by sourcing 70% of organics abroad. He said M&S led the industry, sourcing 60% of its organic lines in the UK. But he added: "It is necessary to source abroad. Many staples can't be grown to a high enough standard in the British climate. For example wheat is generally imported, even in conventional British bread." And he also admitted organics presented huge logistical and wastage challenges to retailers, due to short shelf lives. l The future of organics, p9 {{NEWS }}

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